WHERE CULTURE COLLIDES WITH COMMERCE

Today, Hammerson needed to demonstrate their value at a time when supply is higher than demand. So there is an opportunity to showcase the diverse mix of brands that we represent, today and in the future.

From fusion food to mixing high and low fashion, people love mixing things together to create new combinations that satisfy their needs. And Hammeson have the mix that consumers want. By leveraging and diversifying the mix through a local lens, we can persuade people to embrace the diverse mix of brands on offer.

EMBRACE IT ALL

CONTENT THAT CONNECTS WITH CULTURE

Our goal is to drive greater local relevance, to increase appeal and to prompt a reappraisal, through relevant and relatable content to deepen their relationship with us. The campaign taps into trends and culture.

The campaign has run across the UK, IRE, and France and has been deployed on YouTube, TikTok, Instagram, Google’s Performance Max, as well as in above the line advertising and within centres.

A woman in a pink dress and a white hijab sitting on the ground, holding a soccer ball, with a big smile in an urban setting under a bridge or overpass, promoting a campaign with the text 'Get Fancy with Footy' and 'Embrace It All'.
A man sitting on steps outside a building, wearing sunglasses, a brown blazer, blue pants, green socks, and brown shoes, is eating a burger.
A woman with curly hair wearing sunglasses and workout clothes, holding chopsticks and eating sushi, sitting on a ledge with a modern building in the background. Overlaid text reads: "Love Sushi and Skits. Embrace It All. Bullring & Grand Central."

COLLIDING TYPEFACES

The typography created for the campaign collides both Sans with Serif characters from the diversity brands. An alphabet and headline style that embraces every brand and person.